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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

The Umbrella Academy Season 2 Twitter Campaign

Entered in Twitter Presence

Objective

In season two of The Umbrella Academy, our super siblings traveled back in time to the 1960s…and brought our campaign with them. Our goal was to solidify and strengthen the fandom we created in Season 1 by feeding them content for their faves, taking on a fresh look, and making every single fan feel like a Certified Brelly.

Strategy

Before our campaign began, our account had 245K followers and a loud fandom dying for news around S2. We designed a multi-beat pre-launch campaign that focused on community management first tactics and surprising A/V content to keep our fandom talking. Our ultimate goal was to break through a crowded superhero market with a fan-oriented voice and unexpected conversation starters. Finally, we wanted to prove that we weren’t just an account that posted teasers and memes for fans, we were an account that freaked about about those teasers and memes alongside them. With every talent post and plot twist, we were geeking out as much as them.

Results

Our account saw a 132% increase totaling in 570K+ followers and counting. We more than doubled our audience by creating loud beats including our Date Announce, Cold Open drop, launch day Twitter party, and more. Furthermore, we leaned into the niche interests of our fandom from emo culture to comic books to kpop to make them feel heard — only leading to more high engagement and enthusiastic sentiment. Our success came in believing that no fan engagement could be average or flippant — every single tweet had to be extraordinary.

Media

Video for The Umbrella Academy Season 2 Twitter Campaign

Produced by

Ralph Interactive, Netflix

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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